A confidential WhatsApp group of top ad agency heads has become the center of a corporate controversy after two Dentsu India executives secretly shared group chats and internal intel with the Competition Commission of India (CCI) amid an ongoing cartelization probe.
In February 2024, Dentsu approached CCI under the leniency framework, admitting to possible violations and claiming it aimed to drive internal reform. By March, CCI raided offices of major agencies like Dentsu, GroupM, Publicis, Havas, IPG, and others over alleged collusion on ad pricing—prohibited under Section 3(3) of the Competition Act.
The revelation that Dentsu’s executives remained active in a high-level industry WhatsApp group during the investigation and relayed conversations to CCI has sparked outrage, with some rivals considering informal boycotts. While no direct price-fixing evidence from the chat has surfaced, the optics have raised serious concerns.
Dentsu defended its actions as a proactive move toward transparency and reform, implementing stricter internal controls. The CCI probe continues and could reshape media-buying practices in India, with legal experts warning of potential penalties and regulatory shifts if violations are confirmed.